Richard Welford Case Study: Tata Group

This case study analyzes the organizational strategic position of Tata Group and provides recommendations for leadership and communication strategy.

Running head: RICHARD WELFORD CASE STUDY
Richard Welford Case Study: Tata Group
Name of the Student
Name of the University
Author’s Note:

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RICHARD WELFORD CASE STUDY
Table of Contents
Introduction...................................................................................................................2
Discussion....................................................................................................................2
Section 1: Analysis of Organizational Strategic Position..........................................2
1. Identification and Application of 2 Appropriate Tools and Techniques for
Internal and External Environment Analysis.........................................................2
2. Analysis of Organizational Strategic Position with Leadership and
Communication, Company Culture, Company Position, Strengths and
Limitations of tools and Requirements of Customers...........................................5
3. Identification of Major Issues that should be addressed by Tata Group...........6
Section 2: Three Recommendations for the Organization.......................................6
Section 3: Procedure of Implementation of Recommendations...............................7
1. Explanation of Organization Implementing Recommendations for Supporting
the Changes..........................................................................................................7
2. Analysis of Leadership Styles, Vision Communication and Leadership
Strategy and its Impact..........................................................................................8
3. Actions to be taken by Tata Group for Achieving the Recommendations........9
Section 4: Critical Reflection on the CMI Module with Gibbs Reflective Cycle......10
Conclusion..................................................................................................................11
References.................................................................................................................12

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Introduction
Strategic analysis of any organization is the external review of what is
occurring within the environment in which the respective company is operating in
present, short, medium as well as long term futures (Zott and Amit 2013). Richard
Welford is consultant and managing director of Evolve SBC and Non-Executive
Director of Dudley Group NHS Foundation Trust. Previously, he had worked in Tata
Group and gained significant experiences in industry and business. The following
report outlines a brief discussion on the IMC or Integrated Marketing Communication
report on Tata Group, in which Richard Welford has worked for several years. This
report is subdivided into four sections. The first section involves proper analysis of
the organizational strategic position. The second section provides three distinct
recommendations for the organization regarding leadership and communications
strategy. The third section of the report describes the procedure of recommendation
implementation with leadership styles, vision communication and leadership strategy
with its impact on Tata. The final section critically reflects the learning experience
with Gibbs reflective cycle model.
Discussion
Section 1: Analysis of Organizational Strategic Position
Tata Group is an Indian multinational conglomerate holding organization that
has its headquarters in Mumbai, India. It was founded by Jamshedji Tata in 1868
and recently is considered as one of the most popular and significant organizations
in the world (Tata.com. 2018). The major products involve airlines, automotive,
telecommunications, steel, electric utility, finance, healthcare, IT services, chemicals
and many others.
1. Identification and Application of 2 Appropriate Tools and Techniques for
Internal and External Environment Analysis
There are two stages for strategic analysis in any organizational environment,
which are internal and external analysis (Capar et al. 2013). This environmental
analysis comprises of an important and significant role by simply indicating the
potential and current threats or opportunities outside the organization within its
external environment. The intent of any environmental analysis is helping the
company in strategy development by keeping the decision makers informed about its

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external environment. Richard Welford has worked in Tata Group organization for
several years. A proper outline of the environment for discovering the major
opportunities and strengths. This type of analysis facilitates the strategic thinking
within any company and helps in undertaking strategic decisions (Rothaermel 2015).
The environmental analysis of Tata Group is as follows:
i) Internal Environmental Analysis: The internal environmental analysis
could be completed with the help of SWOT analysis. The proper SWOT analysis of
Tata Group as per the case study of Richard Welford is as follows:
Strengths Weaknesses
i) Global network delivery model within
the field of information technology is the
first strength of this organization.
ii) The customers are satisfied with the
products of Tata Group and this is a
major strength of this company (Merat
and Bo 2013).
iii) Overseas acquisition is yet another
important strength of Tata Group.
iv) The fourth strength of Tata Group is
diversification of the products.
v) The fifth significant strength of this
particular organization is the utilization
of upgraded technology.
vi) Richard Welford has also noted the
strength of managing business
processes.
i) The first weakness of this Tata Group
organization is the inability of holding
market strategy.
ii) Although, Tata Group has launched
several products, few of their products
are not accepted by its customers.
iii) Another significant weakness of this
organization is that they are not being
able to expand their real estate
business, insurance sector as well as
housing sector.
iv) Tata Group does not focus on their
marketing strategy and hence new
customers are often reluctant to use
their products (Dutta and Jackson
2013).
v) They have made late entry in the
wireless communication strategy.
Opportunities Threats
i) The first and the foremost opportunity
of Tata Group in respect to the case
study of Richard Welford is merger and
collaboration with several other bigger
organizations in various sectors.
i) Stronger market capitalization is the
first vital threat for Tata Group for every
sector. This is major in automobile
industry.
ii) The free Indian market is the second

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ii) Another significant opportunity of
Tata Group organization is their entry in
new market, exports as well as
acquisitions.
iii) Focusing on the consumers’
products is the next vital and noteworthy
opportunity for Tata Group and their
success (Ho 2014).
iv) As per Richard Welford, the
expansion within the countries like the
United Kingdom, United States of
America, Middle East and Australia.
distinct threat for Tata Group
(Amaldoss, Desai and Shin 2015).
iii) There are several other public sector
units as well and these could turn out to
be threats for this organization.
ii) External Environmental Analysis: The external environmental analysis
could be completed with the help of PEST analysis. The details of this tool and
technique for Tata Group are provided below:
a) Political Factors: These factors are the most critical since they have to
revise their rules as per the political environment of the country (Hallinger and Bryant
2013). Political instability could eventually result in slower economic growth. Since,
Tata Group has businesses in all over the world, the political background of each
country plays an important role for the business growth.
b) Economic Factors: The economic factors, on the other hand, are
responsible for the proper determination of the economic growth of any specific
country. Moreover, the purchase behaviour of the customers is also described with
the help of these specific factors (Balasubramanian, Bhattacharya and Krishnan
2015). The UK economy is revived easily and rapidly for Tata Group and hence they
have stronger economic backgrounds in this country.
c) Social Factors: The social factors eventually refer to the social activities,
consumer trends, customer habits, lifestyle and many more. These factors have
helped Tata Group to know about the choice of products for all types of customers in
any company. They have focused on the automobile industry in the United Kingdom
and this is mainly because people in this country prefer to buy luxury cars.

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d) Technological Factors: The final factor for external environmental analysis
is technological factors (Tan and Carrillo 2017). They have used Internet for opening
new transactional potentials and for managing as well as operating prospects like
global market targeting and market research.
2. Analysis of Organizational Strategic Position with Leadership and
Communication, Company Culture, Company Position, Strengths and
Limitations of tools and Requirements of Customers
The external environment involves political, environmental, sociological and
technological trends or events, which could eventually affect the significant business
indirectly or directly (Sönmez et al. 2013). The analysis of the strategic position of
Tata Group is as follows:
a) Leadership and Communication: As per Richard Welford, Tata Group
has always focused on their leadership and communication. Most of their long term
and short term strategies are being formulated by the lower leadership rank in the
business. Every stakeholder in involved in the organizational decisions and thus
communication is enhanced here.
b) Organizational Culture: The organizational culture is majorly aligned with
the respective business strategies in Tata Group (Greco, Cricelli and Grimaldi 2013).
These business strategies have stronger impacts on the organizational profit.
However, recently with the growth of several similar organizations in sector, Tata
Group is unable to align their business strategies eventually and hence they are
losing their profits in business.
c) Organizational Position: Tata Group has always been on the top position
in the market sector; however recently their position has come down and they are
facing several issues.
d) Strengths and Limitations of SWOT and PEST Analysis: The SWOT
analysis has helped Tata to identify their strengths, weaknesses, threats and
opportunities; however it is not effective for providing solutions to the weaknesses
and threats (Odoki, Anyala and Bunting 2013). PEST analysis has helped them in
analysing the external factors of political, economic, social and technological;
however the legal issues are not identified.

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e) Requirements of Clients: Various countries have different customers and
Tata Group has been effective in fulfilling the demands of their each and every
customers. They have also focused on the costs and quality of products.
3. Identification of Major Issues that should be addressed by Tata Group
The major issues that should be addressed by this organization of Tata Group
are as follows:
i) Strategy Alignment: The first and the foremost issue that should be
addressed by Tata Group is the strategy alignment (Grant 2016). They lack proper
alignment of business strategies with business processes.
ii) Existing Marketing Strategy: Another important issue is that they are still
following their existing and old marketing strategy. This type of marketing strategy
has become obsolete and thus the new customers are not knowing about the
products.
iii) Product Diversification: Tata Group does not often bring product
diversification and this is yet another significant issue in their business, which should
be addressed properly (KRYLOV 2013).
Section 2: Three Recommendations for the Organization
The three distinct and important recommendations after completion of above
analysis for Tata Group are as follows:
i) Proper Alignment of Business Strategies: The first and the most
significant recommendation for Tata Group is to properly align their several business
strategies with their business process. Moreover, the organizational structure and
resources would also be linked with the business strategies and hence making the
business strategies extremely effective and efficient. The people contribution, inputs
and processes are optimized by enabling the high performance. Hence, leadership
and communication strategy of the company could be easily enhanced by them and
the respective internal and external stakeholders of this organization should be
involved for completion of this activity.
ii) Involvement of New Marketing Strategy: The second important and
noteworthy recommendation for Tata Group is the proper involvement of new
marketing strategy. Since, the existing marketing strategy of this organization has

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become obsolete, it is extremely mandatory of them to implement a new marketing
strategy and eradicate the issues subsequently. For this particular recommendation,
involvement of internal and external stakeholders is extremely important. These
stakeholders could easily help the organization or business is formulating the new
strategy that would be quite effective for Tata Group.
iii) Bringing Diversifications in Products: Another distinct and important
recommendation for this organization of Tata Group is bringing major diversifications
in their products. This is one of the most important requirements in their business
since, it would help them in attracting more customers and as per Richard Welford;
they would be able to gain their market position once again in market. The
leadership and communications strategy of this organization could be a major help
for this recommendation implementation. With proper leadership and
communications within the organizational stakeholders, it would be quite easier for
them to bring significant or subsequent diversifications in the products.
Section 3: Procedure of Implementation of Recommendations
1. Explanation of Organization Implementing Recommendations for
Supporting the Changes
Strategic analysis is the significant procedure to conduct research on the
specified organization and the operating environment for the core purpose of
formulating a strategy (Shukre 2013). There are various common factors for this type
of strategic analysis process like identification and evaluation of data accurate to
organizational strategy, defining internal and external environments that are to be
analysed and many more. Tata Group could implement the three above mentioned
recommendations in their business with proper implementation procedures and
these are as follows:
i) Proper Alignment of Business Strategies: This is the first
recommendation for this particular organization of Tata Group. They should properly
align each of their business strategy with the business process for gaining significant
profit from the customers. In the beginning, they should find out those processes that
are not required any more in their organization (Peattie and Belz 2013). This type of
search would ensure that there are no obsolete and wrong business process present
in the organizational structure and hence only proper processes are being followed.

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When this step would be completed by Tata Group, it would be extremely easy for
the organizational management or stakeholders to implement and apply few of the
major business strategies. These distinct changes could be easily applied to the
business with strategic alignment. It even enables high performance by the
optimization of process, people and input contributions for reducing the wastage of
efforts.
ii) Involvement of New Marketing Strategy: This second recommendation of
involvement of new marketing strategy could be implemented easily in Tata Group
without disrupting their business productivity. The two business models of
centralization of functionalities and decentralization of products and regions are
eventually proved to be durable for the longer time because of the increment in
organizational evolution (Zimmerman and Blythe 2013). The product division
structure is the dominant model for Tata Group. However, the customers should
know about their products and they are organizing themselves to fulfil the
requirements of clients. This would be done after proper marketing of the products
and services of Tata Group.
iii) Bringing Diversifications in Products: The third recommendation for
Tata Group is to bring major diversifications in their products and services. Tata,
being one of the oldest organizations in the world, had been on top market position
since its initiation. However, in recent days, several similar and popular organizations
have emerged in the market and hence Tata has lost some of their precious clients
(Meffert 2013). They can again revive their customers by bringing product
diversification. It is the core practice to expand the original market for any particular
product. A proper approach should be chosen for this type of implementation and the
risks should be evaluated beforehand.
2. Analysis of Leadership Styles, Vision Communication and Leadership
Strategy and its Impact
Communication marketing helps to integrate several promotional tools, so that
they could work in harmony. There are several communication tools and various
levels of integration like internal, external, vertical, data and horizontal. Integrated
marketing communication helps to create competitive advantages, increases sales
and profits and even helps to save time, stress and money (Burns, Bush and Sinha

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2014). This IMC also wraps the communication within customers and eventually
helps them in moving through the several phases of buying process. The specific
company simultaneously consolidates the images, develops the business strategies
and maintains relationship between customers. A bond of loyalty is maintained with
their customers for protecting them from the inevitable competition. The overall
efficiency and effectiveness is improved with the increment of profit in that specific
company.
a) Leadership Styles: Tata is famous for their proper leadership in the
business. According to Richard Welford, Tata Group mainly focuses on team led
culture and collective approach. This has helped them in eradicating the major
issues faced due to issue with leadership (Villeneuve and Pasquier 2017). Moreover,
the senior management of this organization tries to maintain the style of democratic
leadership style in their business. It is helpful for the employees since they can share
their views easily. The leadership models like McGregor Theory X and Y are also
present in this particular organization.
b) Communication of Vision with Stakeholders: Tata communicates their
vision with key stakeholders by using several forms of media. The new technology
has helped them in easy communication so that employees have clearer vision and
hence Richard Welford has enjoyed working in that environment.
c) Leadership Strategy and its Impact: The leadership strategy of Tata
Group is knowledge power. They ensure that the employees are well
knowledgeable, so that there exists no loophole regarding business process
implementation (Weinstein and Pohlman 2015). This specific strategy has a stronger
impact on the organizational direction since the leaders have only involved best
employees in the business.
3. Actions to be taken by Tata Group for Achieving the Recommendations
The actions that should be undertaken by Tata Group to achieve the
recommendations are as follows:
i) Involving Strategy Analyst: For the strategic alignment purpose, Tata
should involve strategy analyst in their business. This would help them in
maintenance of proper balance between the business processes and strategies. It is

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the significant procedure as well as result to link the organizational structure and
resources with their strategies and business environment.
ii) New Marketing Department: Tata should bring new marketing department
in their business for marketing their products and services (Bagozzi et al. 2018).
When the customers get to know about the products and services, they would be
willing to try out their products. The marketing strategy could be involved by
subsequently involving the major costs and difficulties to find out several structural
ways for unlocking the values.
iii) Periodical Market Survey: For bringing product diversification in business,
Tata should know about their customer requirements and for this purpose, periodical
market survey is important. Although, Tata has already brought few diversifications
in few products, they have to include this strategy in almost every product.
Section 4: Critical Reflection on the CMI Module with Gibbs Reflective Cycle
The CMI module has provided several important and significant knowledge
through its workshops and learning journeys. The first workshop was about strategy.
The role of consultant and factors involved in strategic positioning were being
described here. Moreover, the correct use of strategic tools is also provided in this
workshop. This particular workshop was extremely helpful in knowing about qualities
of a consultant, strategic tools like PESTLE and Porter’s Five Forces and proper
evaluation of strategies. The second workshop has helped in understanding
importance of strategies management, leadership styles and strategies and
application of these strategies. The third workshop was about the role of creative
thinking in consultancy and leadership and the final workshop was regarding
managers as effective leaders. The contribution of managers in effectiveness of
company was presented here.

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Figure 1: Gibbs Reflective Cycle
(Source: Shukre 2013)
As per Gibbs cycle, the plan of action of these four workshops is to apply
creative thinking and analysis power to make and implement strategies within any
organization. I would be able to apply this particular learning experience in my future
career aspirations by applying in the organization, where I would work. The strategic
tools would help me in analysing my macro and micro environment of the company. I
would use the leadership strategies while leading a team in my work and I would feel
motivated enough. As per Gibbs cycle, feelings are required for any person. From
the final workshop, I would be able to contribute and evaluate my knowledge and
understanding for the betterment of company.
Conclusion
Therefore, from the above discussion, it can be concluded that integrated
marketing communication or IMC eventually ensures that each and every form of
message and communication are properly linked together. The risks of the business
are reduced and hence the business processes are made more credible. The
outcome of the brand comparisons is considered with the help of integrated
marketing communication. The above report has clearly outlined an integrated
marketing communication report for the organization of Tata Group. The report is
being sub divided into four sections and every section is described in terms of the

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case study of Richard Welford for Tata Company with proper details. Internal and
external environment analysis with significant issues are also provided in this report.
Moreover, proper and relevant recommendations are also provided in this report in
respect to the strategy of leadership and communication of Tata Group. Richard
Welford is a former employee of this particular organization and appropriate details
are being provided here. A critical reflection on the CMI module is also provided in
this report with a model of Gibbs reflective cycle.

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